This May Just Be the Best Drugstore Moisturizer You've Never Heard Of (One Gets Sold Every Two Seconds!)

Finding the right moisturizer can make you feel like Goldilocks sometimes; it's hard to find one that's just right. It's also a seasonal issue. I have several different moisturizers, ranging from a thin hydrating serum to a luxury cream that basically has the consistency of Greek yogurt, which I reserve for the dark month of January. But now there's a new best-selling Japanese moisturizer hitting shelves here, and it may just make you want to toss all your other ones.

Hada Labo, a Japanese drugstore skin care brand, has 45 different products, and five of them just launched here in the U.S.; you can snag the brand's offerings at Ulta.

So why is this such a big deal? For starters, lots of the coolest skin care innovations start in Asia. Products like BB cream and those serum-infused paper face masks were used for years in Japan and Korea before they hit the States. So when one of the best-selling products there hits our shores, I'm definitely trying it.

The company reportedly sells its cult-favorite product, the Replenishing Hydrator ($17.99), every two seconds. It contains a mega-dose of hyaluronic acid (which is known for its hydrating and fine line-filling properties) in a formulation that makes it absorb easily. I got my hands on some, and I was surprised how much I liked it. (For testing purposes, I gave up my other products for a few days and used just this one.)

I was super skeptical at first, because it has a thin, watery formula, even thinner than a serum. I pumped some into my hand, warmed it by rubbing my hands together, and pressed it into my face instead of rubbing. It absorbed easily and left no greasy, heavy residue. (You can use it over makeup too, sort of like those facial mists.) Most important for me—this is a deal-breaker for any product—it didn't make me break out.

Pricewise it's similar to other drugstore creams, like Olay and Neutrogena. It comes in a decent-size bottle, and because it's so inexpensive, I slathered it on my neck, decolletage (a place I always forget about), and even the back of my hands. The moisture lasted all day and I didn't need to reapply.

A few caveats—if you love thick, luxurious creams, this one will be disappointing. It's also fragrance-free, so if a pretty scent adds to the experience for you, this might be too utilitarian for you. But it's a great daily workhorse lotion.

What are your current favorite moisturizers, and would you ever consider changing?